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Hero Conf London 2018 - Unlocking a New Growth Engine by Repurposing Keywords

#heroconf AdWords/ We are going to unlock growth from the keywords that you already have. This is a powerful tactic in a mature account where you can take advantage of a wealth of keyword data and get more value from your keywords without having to resort to a higher in the funnel approach. So we are just going to zoom in on search. You will know how to:
- How to make historically expensive keywords profitable
- How to reach searchers who don’t click on our ads
- How to run a search campaign on YouTube

Hero Conf London 2018 - Unlocking a New Growth Engine by Repurposing Keywords

2.
Session outcomes
You will know how to:
● How to make historically expensive keywords profitable
● How to reach searchers who don’t click on our ads
● How to run a search campaign on YouTube

3.
About Booster Box
● Performance Marketing Agency
● Based in Tuscany, Italy
● We are a team of Developers, Data Scientists and PPC Experts
● Building wildly successful PPC campaigns since July 2016
● boosterboxdigital.com

4.
Keywords are awesome
● We know potential customers are actively searching
● We know what they are searching for

15.
Why does this work?
● Reason 1: Familiarity Heuristic
○ “Judging events as more frequent or important because they are more familiar in memory.”*
● Reason 2: We have the solution people are searching for (self selection)
*Ashcraft, M.H. (2006). Cognition. Upper Saddle River, New Jersey; Pearson Education Inc. Original experiment by Tversky and Kahneman.

16.
Let’s focus on Reason 2
● Reason 2: We have the solution people are searching for
How can we find more of these users who are more likely to convert?

17.
What other audiences do we have?
● Similar Audience List for Search Ads (SLSA)
● In-Market Audience for Search

22.
Not as broad as RLSA
● Bring back zombie keywords
○ Anything that has converted ever
○ Over tCPA / under tROAS
○ Include paused KWs
● Run an N-gram to find converting root terms

23.
In-Market or SLSA?
● Start with In-Market
● Set the audience as a negative audience in the standard campaign
● In-Market can steal volume from SLSA
● Especially if both are based off the same seed audience
● Focus your broader keywords on audiences seeded from deeper in the funnel

34.
How do we do this?
● Grab your top keywords
● Plug them into Pincer Move
● Review URLs for appropriate placements
● Target URLs as placements in Display

35.
Great because:
● We don’t rely on broad match Display Keywords
● We can manually review placements before showing an ad there
● We can focus our budget on high value placements
● No need to spend budget filtering out cheap, low quality placements

36.
Top tips
● Use broad, high volume keywords
○ Grab top queries from the STR too and exact match as these will be closer to natural
language
● A lot of placements won’t work (wikipedia, competitors etc) so go as wide as
you can